Following code updates the content type of items in Announcements list to "Company Announcements" content type:
SPList oList = web.Lists["Announcements"];
foreach (SPListItem oListItem in oList.Items)
{
oListItem[SPBuiltInFieldId.ContentTypeId] = oList.ContentTypes["Company Announcements"].Id;
// Content type can also be updated using name.
// oListItem[SPBuiltInFieldId.ContentType] = oList.ContentTypes["Company Announcements"].Name;
oListItem.Update();
}