I've never gotten a medal for anything shorter than 10 miles, and that I think only once. I don't think it's unreasonable to give someone a medal for running 13 or 26 miles (personally, I prefer when they give out something like pint glasses). Last I knew 2% of adults had completed a marathon. That's not everyone getting a medal. If anyone is giving medals out for 5k's, I agree that's a bit much.
I also have no problem with kids, especially younger kids, getting participation awards.
And if some media outlet wants to give out awards, that's fine, I don't need to pay attention.