This paper argues, against technological and economic determinism, that the dominant model of industrial society is politically contingent. The idea that technical decisions are significantly constrained by ?rationality? ? either technical or economic ? is shown to be groundless. Constructivist and hermeneutic approaches to technology show that modern societies are inherently available for a different type of development in a different cultural framework. It is possible that, in the future, those who today are subordinated to technology's rhythms and demands will (...) be able to control it and to determine its evolution. I call the process of creating such a society ?subversive rationalization? because it requires technological advances that can only be made in opposition to the dominant hegemony. (shrink)