This study investigates cultural currents and sentiments expressed in social media posts related to the Montenegrin coastal region and Dalmatia by employing the Valence Aware Dictionary and sEntiment Reasoner (VADER) sentiment analysis. The research focuses on data collected from three popular social networks: Reddit, Facebook, and Instagram, providing a diverse spectrum of user interactions and cultural expressions. The objective is to understand how these regions are perceived and discussed in the digital space, particularly in the context of tourism, local culture, and socio-political issues. The methodology involves scraping posts and comments from a specified timeframe and applying VADER to assess sentiment scores, which categorise expressions into positive, neutral, or negative sentiments. The study also examines the linguistic features and cultural references that contribute to the sentiment scores, offering a deeper understanding of the contextual factors influencing online discourse. Findings reveal variances in sentiment across different platforms, reflecting the unique user demographics and interaction styles of each social network. For instance, Instagram posts, often accompanied by visuals, show a more positive sentiment, highlighting picturesque landscapes and cultural festivities. In contrast, discussions on Reddit and Facebook exhibit a wider range of sentiments, with a notable presence of negative sentiments in discussions regarding environmental concerns and over-tourism. This research contributes to the understanding of digital cultural dynamics, offering insights for stakeholders in tourism and cultural heritage management. It underscores the importance of monitoring social media sentiment as a barometer for public opinion and cultural trends. Moreover, the study highlights the potential of sentiment analysis tools like VADER in deciphering complex online narratives, providing a valuable resource for academics, marketers, and policymakers interested in the interplay between digital expression and cultural perception.