Football violence will never go away, sadly it made headline news because it was West Ham vs Millwall.
I've been to alot of football matches over the last 5/6 years and have seen alot of fighting before and after matches.
I went to watch Crewe last year in Stockport, Crewe lost the game and were relegated, Stockport fans walked along with Crewe fans chanting "going down" and with it being a Cheshire derby anyway, it was always going to be quite fiesty but the chanting of the Stockport fans caused a full on riot between all the fans around the area.
Football hooliganism wont go away, its just not put in the media unless its two big clubs or a fierce derby like Millwall v West Ham.
You cant blame the media, rivalary has always been there in football and it always will be.
I dont agree with it, but it wont go away.