You can't compare fights in hocket to fights in basketball. Fighting in hockey is part of its culture and history. With the way the game is, big hits along the boards or slashing hockey sticks at another player will lead to ill feelings that will eventually result in bad blood and fighting. It's part of the sport. Fighting in basketball is not nearly as much part of the history and culture of basketball as it is in hockey.
As for baseball, fights are generally part of having being hit by a pitch. Getting hit by a 95 mph fast ball that could maim you or do worse is something you can understand fighting over. Getting fouled hard in basketball is not at the same level as getting darted in with a baseball.
And, then you look at each respective sport. Basketball has approximately 400 players in the NBA. In football it's over 1500 players in the NFL. In baseball, it's over 750 players. In hockey, it's over 600. Basketball has the fewest players. And, unlike the other three major sports, they don't wear hats, masks, or helmets. NBA players are more recognizable. You know what tattooes they have. You know their hairstyle. The media can follow their personal lives more closely because their faces are generally more recognizable. Not so in football or hockey. And, baseball, you have to be Derek Jeter or Barry Bonds for most people to know who you are.
The NBA and its players are more recognizable. And, in today's MTV/hip hop generation, people are interested in Carmelo's relationship with Lala and Kobe Bryant's rape case and Shaq's beef with Kobe and Ron Artest's album release.
The biggest stars in the other sports don't come close to the NBA's biggest star in LeBron James. How many people can identify LeBron James? And, how many people could identify Derek Jeter? And, how many people can identify Peyton Manning? And, how many people can identify Sidney Crosby?
Derek Jeter and Peyton Manning get a lot of pub. But, after those two, who in their respective sports could people know on looks alone in the NFL and MLB. There would be plenty of people who don't even know what LaDanian Tomlinson and Johan Santana look like. And, hockey. Well, come on. Could you tell me what Rick Nash looks like? Could you point out Martin Brodeur out in a crowd?
It's about recognizability and familiarity. While the NFL is still king, all of those guys wear helmets.
People know who LeBron is, who Carmelo and Dwyane Wade are, who Kobe is, Iverson, Shaq, KG, Tim Duncan. They are easily recognizable. The media knows that. They know people identify them and identify with them.
Is there some level of racism? Maybe. I can see some. But, it's also the nature of sports media. Michael Jordan changed the culture of sports advertising. Kobe was on his way to carrying that torch until his feud with Shaq and the sexual assault case. But, look at LeBron now. 75% of the world, nevermind America, knows who LeBron is. You can't say that about other athletes in other sports, not even Peyton Manning.
There are plenty of reasons why basketball players are labelled "thugs" when they cause trouble or get into fights. Racial issues may play a factor, but they're not the only reason.