O tempora! O mores! Cultural modernisation and nudity depiction in European cinema

•Nudity is more widespread when the level of cultural modernisation is medium.•The link between cultural modernisation and female nudity weakens over time.•Cultural modernisation does not affect the prevalence of male nudity in films.•Male nudity is more frequent in the films related to the topics of homosexuality. This paper analyses the film industry as a social phenomenon through the lens of revised modernisation theory. Revised modernisation theory implies that economic development leads to value shift which eventually results in the spread of more liberal social attitudes, including the greater acceptance of sexual freedoms, gender equality, and overall tolerance. These changes penetrate all spheres of social life, including the field of cultural production. Here, one can expect that topics and visual tools employed by filmmakers reflect the ongoing changes. This research focuses particularly on the presence of female and male nudity in films. We use the Internet Movie Database (IMDB) as a dataset that reflects changes in modern societies, as we believe that IMDB represents a vast area underexplored by social scientists. Using IMDb and European Value Study data, we juxtapose the presence of general, female, and male nudity in films and the prevalence of choice values in the given year and country. The sample consists of films produced in 40 European countries between 1960 and 2013. Relying on the IMDb data we identify 34 291 films, with approximately a quarter of them depicting nudity. Using multilevel regression analysis, we find that the probability of female nudity is associated with the prevalence of choice values, whereas male nudity is more likely to appear in films related to the topic of homosexuality. Overall, the paper shows that value changes are reflected through the depiction of female bodies, however, the spread of choice values do not lift the restrictions on the presentation of men.