Now Farah takes on the media scrum

Black Ferns captain Farah Palmer with the women's rugby world cup. Picture / Paul Estcourt

Don't expect Farah Palmer to fade quietly into the background now she's a former Black Fern.

The New Zealand skipper retired from women's rugby this week after lifting her third consecutive World Cup, following a bruising and close-fought final against England at Edmonton.

The most decorated player in the women's game, Palmer can look back on an 11-year international career in which she captained her country in 31 of 35 tests, including World Cup finals in Holland, Spain and Canada.

But if anyone thought the lecturer in sports sociology might now opt for the quiet life, well away from the confrontation, struggle and grind of top competition, they'd be off the mark.

The 33-year old is eyeing an even bigger battleground - raising awareness about equal opportunities for sportswomen, and challenging the state of chauvinism in sports media.

Palmer, a proud former scarfie from Otago University, said it was crucial that the New Zealand media better appreciated the influence they had on women's sport, and took the matter more seriously.

"We should be seeing action shots of women's sport rather than the pretty posy ones," she said.

"We should be taking it just as seriously as men's sport, rather than trivialising it or getting distracted by side-issues.

"Media have a massive influence on the accessibility of sport, and that applies to women's sport as much as anything."

Recent women's sports stories reported by the media here have included detailed investigations into the skimpy attire of tennis players, Maria Sharapova's grunting, and a basketball cheerleader who greeted a guest by leaping into his arms and wrapping her legs around him.

Palmer said she believed the problem wasn't quite as bad in New Zealand as in other countries, but wanted to see more of a commitment from Kiwi media to lift their standards.

"I wouldn't say I'm happy about what I see in New Zealand, although I don't think we're the worst.

"But it could be better and we should be trying to improve it.

"I understand there'll always be sexualisation of women's sport. But I also think that, as people learn more about a person, they tend to get over those sorts of things - that's where the media have an important role to play.

"Another solution is to hear from more women in the industry, and that's why it's really healthy to have people like [Sky rugby commentator] Melody Robinson coming through."

As for the future, Palmer said she had a few things in mind to keep herself reasonably fit, although she ruled out a return to the body-building programme she followed after almost retiring in 2003.

Initially a prop forward before she changed to rake, she reckoned she was built for stamina rather than speed and was subsequently considering throwing herself into the world of multisport.

"I'm thinking about endurance events, maybe half-marathons, triathlon, that sort of thing," she said. "I'm more into stamina events.

"I'm quite competitive and hate losing, so whatever I end up doing, I'll be trying to push myself."

However, she was just as enthusiastic about throwing herself into the issues surrounding gender and race equality in sport, and working towards creating a more level-playing field for all participants.

"There's always been a part of me that believes that everyone should have the same chance to explore their opportunities, irrespective of gender or race.

"So I'm looking forward to focusing more on writing research pieces and maybe tackling a book on Maori sport issues.

"I'm in a transitional period, and it's nice to be able to step back and consider all the options."

Asked for her favourite career memories, Palmer said that each World Cup triumph was slightly better than the previous one, and that the feeling after the win at Edmonton was something she would treasure for the rest of her life.

But she would also retain a place in her heart for the Otago University and women's rugby scene that nourished her love of the sport, and eventually set her up for the trip of a lifetime.

"Otago's rugby mad and that's where I developed a lot of my values and my love of life, really," she said.

"I just really enjoyed my time down there, made many friendships and still like going back.

"It always brings a smile to my face.

"Once a scarfie, always a scarfie. If you have a chance to have a Speights you always do, because it reminds you of some of the best days of your life."

Farah Palmer

Age: 33.

Tests: 35.

World Cup wins: 3 (1998, 2002, 2006).

Debut: 1996 v Australia.

Academia: BPhEd (Hons) 1994, PhD in sociology of sport in 2000.

Maori Sportsperson of the Year 1998.

IRB International Women's Personality of the Year 2005.

Member of Taskforce on New Zealand Sport 2000.

Member of the New Zealand Sports Disputes Tribunal.

Member of Nga Pae o te Maramatanga (Centre of Research Excellence - Maori).

Member of Te Mata o te Tau (Academy of Maori Research and Scholarship).