Sports media are obviously under construction.

Much of the old is moving out, while the new is sliding in.

Bloggers serve as the watchdog’s watchdog.

And ESPN (the sports version of CNN for you novices) has sustained the 24-hour news cycle.

But what can’t be lost in these numerous, wide-sweeping changes is the media’s sense of ethics.

Following MLB’s Tampa Rays’ big win to reach the World Series, the St. Petersburg Times top story above the fold was headlined: WE DID IT!

The Times’ editors (not beat writer) surely made the decision, but does there not still exist a conflict of interest?

“We” is not a term any respectable sports journalist should employ.

I’m as giddy as the next underdog-loving fan — don’t misunderstand, the Rays are the story of sports right now — but doesn’t this action exhibit a bias?

It’s obviously difficult to find fault with the Rays after a Game 7 like that.

But pairing a media organization with the team it covers crosses the line.