Might I recommend two wonderful books for analyzing discourse, Fairclough's (2003) Analyzing Discourse and Andersen's (2003) Discursive Analytical Strategies. In my own dissertation, I used ideas on analyzing discourse and applied them to large bodies of text - thereby conducting rigorous textual analysis. You might also want to explore Christopher Bail's (2014) "The Cultural Environment: Measuring Culture with Big Data" in Theory & Society, if you are looking for more sentiment analysis style tools - from the uClassify API to other forms of sentiment analysis. Ryan Srivens and Richard Frank have also developed an interesting and novel approach to measuring sentiment in online hate speech forums (Article Searching for signs of extremism on the web: an introduction...
If we have many sources of data or different pieces of information that fit together to help us reach a conclusion in our research, simple text interspersed with disconnected tables and graphs may not be the most effective way of sharing we work. That's certainly the case if we want to share our research with a wider audience.