An approach to teaching American studies at a Southern institute of engineering technology is described. The curriculum of this school is technically oriented to the professional engineer. Elective humanities courses must attract their own market and justify their places to both the students and the faculty. Two courses entitled "Man and Technology" and "History of American Technology" have been developed to humanistically study the role of technology in our culture and to fit in with the present curriculum. The first course is conducted as a colloquium with emphasis placed on student participation. The course contains eight units which focus on the images that motivate role behavior, the ideology of technology, the theory of the artifact as social action and performance, the moral responsibility of technology, the philosophy of Buckminster Fuller, Frank Lloyd Wright's organic view of nature, personal space and the behavioral basis of design, and Erich Fromm's philosophy of a humanized technology. Student and faculty response to the course has been favorable. (DE)