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Throughout this century, new technology has been a constant object of male fascination. The article outlines three phases of the development of new technology and male fascination in the twentieth century: firstly, the so-called classic fascination which regarded technology as an expression of male potency and power, secondly, the so-called modern fascination expressed in aspirations for growth, technology and welfare generated by a gender-neutral subject as basic figure, and, thirdly, the post-modern fascination based on the self-copying subject aiming at the genetic copying of its own preferred qualities and characteristics. It is argued that the significance of technological fascination has grown throughout this century in spite of the stronger reference to necessity and reason.