Interestingly enough, it is primarily in literature on intercultural or international user interface design that suggestions can be found on the influence cultural factors might exert on the design of instructional materials or learning environments.

Aaron Marcus, one of the leading experts in this field, believes that Hofstede's dimension of individualism versus collectivism may affect the aspect of motivation, which plays a major role in eLearning. Another point relevant for the design of eLearning materials is rhetorical style: whereas users from individualist cultures might prefer controversial or argumentative speech and tolerate or even encourage extreme claims, those from collectivist cultures will abhor such usage and be in favour of official slogans and subdued hyperbole and controversy. He also believes that countries with long-term time orientation would prefer content focused on practice and practical value rather than on truth and certainty of beliefs. Similarly, they would prefer relationships as a source of information and credibility rather than rules.

Marcus explicitly addresses the issue of educational Websites by asking whether the objectives of distance learning change what can be learned in individualist versus collectivist cultures and whether these sites should focus on tradition, skills, expertise or earning power. How should online teachers or trainers act – as friend or gurus? he asks. As the Web continues to develop globally, answering and exploring these questions will become a necessity, not an option for successful theory and practice, he argues. It is an argument that so far does not seem to have found much echo in the eLearning scientific community.