The specificity of the transmission of ideas, methods of perception of various areas of public life, social stereotypes is described. The high potential of the content analysis method in reflecting the key informational factors in the formation of public opinion is shown. The qualitative and quantitative aspects of the content analysis are considered. The importance of studying not only the texts of printed publications, but also publications posted on the Internet, including publications in leading social networks, is described. The significance and prospects for the development of content analysis methods related to the study of large amounts of information are investigated. The perspective of the methods of content analysis based on the involvement of modern information technologies is considered. It is proved that in the course of social development, the importance of the content analysis method increases, which is accompanied by an increase in its capabilities associated with the development of machine technologies for processing large amounts of information.