Big Data Mining and Intercultural Business Discourse Studies: A Case Study of Li Ning's Corporate Social Responsibility Reports

This paper investigates via a self-compiled specialized corpus and corpus keywords analysis how Chinese firms discursively construct corporate social responsibility and specifically how Li Ning's CSR reports represent major themes and linguistic features during 2006 and 2013. Results show that the eight CSR reports highlight the discursive construction of such themes as corporate identity, environmental protection, supplier and supply chain and the dominant positive semantic prosody of corresponding expressions, meanwhile such topics as corporate employees and their training & development have been consistently stressed therein while generally seldom addressed in the Western companies' CSR reports.