Fighting in sports

Most sports fans have heard the joke, "I went to a fight and a hockey game broke out." Most fans will not admit it but it seems like a large percentage of people like a good fight. When a fight breaks out they cheer on their player. I was at a hockey game one time and when a fight broke out they started chanting, "Blood, blood, blood." Is fighting just a part of the game or should we be trying to stop it by using more serious penalties? What kind of message are we sending to our kids when we allow fighting in sports?