A large body of research shows exposure to racialized media and racist campaign communication can increase the likelihood that racial attitudes influence Americans’ subsequent political evaluations. Recent political trends, however, suggest existing models may no longer adequately explain the effects of racial and racist messages among whites and non-whites alike. Of particular importance for this question is whether implicitly racial messages still prime white Americans’ racial attitudes. Additional questions considered in this chapter include the following. Do classic theories of racial priming apply to political messages about other racial, ethnic, and religious minority groups? Who is most susceptible to racial priming? When should researchers measure racial attitudes in survey experiments? How can we design racial messages that are implicit? And do identity-based appeals and attacks commonly used today still prime ethno-racial identity attachments? We synthesize debates in the extant research on racial priming, explain why experiments are the best approach for measuring racial priming effects, discuss how to overcome several design and methodological challenges facing racial priming scholars, and then propose an agenda for future research to help address a variety of outstanding questions in this increasingly important area of scholarship.