From Big Data to Rich Theory: Integrating Critical Discourse Analysis with Structural Topic Modeling

A growing interest in the study of discourses has spread management research, but so far, it mostly relied on in-depth qualitative analyses textual material. With increasing availability large data, several challenges arise. This paper offers a mixed-methods approach to integrate critical discourse analysis with structural topic modeling turn these into valuable opportunities. We argue that combining both approaches overcomes their limitations and provides great potential for exploring phenomena matter our mediatized society. Based an explanatory sequential design, we develop stepwise model practical theoretical guidance conduct data. Our illustrative example focuses discursive legitimation struggles around tobacco industry. demonstrate how integrated allows capturing breadth depth used by different actors debates.