Automated Content Analysis of Cultural Diversity Perspectives in Annual Reports (DivPAR): Development, Validation, and Future Research Agenda

Objective: In this article, we present a digital tool (Diversity Perspectives in Annual Reports [DivPAR]) for automated content analysis of annual reports, designed to identify the presence of three cultural diversity perspectives-the Moral, Market, and Innovation perspectives-based on earlier work by Ely and Thomas (2001). Method: In Study 1, we describe the development and validation of the instrument, through an iterative procedure in which manual annotation of independent subsamples (n = 24, 25) by human coders was compared to the computer coding in subsequent rounds, until sufficient agreement was reached. In Study 2, we illustrate the type of data that the script generates, by analyzing the prevalence of the three perspectives in annual reports of 55 Dutch organizations over a period of 2 decades (1999-2018; n = 937). Results: Our findings confirm that DivPAR is sufficiently reliable for use in future research. In Study 2, we show that among Dutch organizations, the moral perspective is most prevalent, but the market and innovation perspectives are increasing in popularity. Conclusion: DivPAR can be used to analyze the prevalence and longitudinal development of diversity perspectives in organizational communication. It enables scholars to draw comparisons across different sectors, regions, or countries, to study how diversity perspectives correlate with societal developments, and to uncover the (lack of) relationships between diversity communication and diversity outcomes. Directions for future research are discussed at the end of the article.