In small media markets -- particularly those without a professional sports franchise on which to focus -- the collegians become the local heroes, the town passion.

Concurrently, small media markets are the training and proving grounds for aspiring major league journalists. And a young reporter trying to establish her or his credentials with a "tough interview" might well ask questions rather left unasked.

Just as few players jump from high school into the pro ranks, so too do few J-School grads jump to The New York Times, or one of the major networks.

Perhaps that's the basis for taking aim at a local student-athlete, and the coach's defense of his charge.

Dr. Brand is quite right when he emphasizes that professional athletes can fire back because they have instant access to the media.

It could also be hazardous for a student-athlete -- inexperienced in the often risky give-and-take with vetted reporters -- to attempt to defend herself or himself in a press conference setting.

As Dr. Brand point out, that responsibility would seem to fall to the coach.

Similarly, it would seem to be the responsibility of the sports editor, managing editor or city editor to establish basic parameters of civility for reporters trying to climb the media ladder.