Abstract
The article is devoted to the analysis of frames in everyday life, understanding the processes taking place in modern society, the impact of the beauty industry on the daily behavior of Kazakh women. The purpose of this article is the development of frame analysis, the main provisions for use in sociological studies of everyday life, as well as the opportunity to show the growth and promotion of the beauty industry in modern Kazakhstan society, the interaction of frames with agents. Frame theory shows the mechanisms of design and the concept of reality, so their value in modern sociology increases every year. Attractive appearance in the modern world plays an important role in everyday life. How and why appearance can be associated with the chances of a more prosperous life and how to achieve it knows modern Kazakh woman. To help her comes the beauty industry, which includes: plastic surgery, cosmetic procedures, etc. The authors of the article reviewed and analyzed the main works of the classics of frame analysis, as well as presented the results of an expert interview with actors of beauty industry in Kazakhstan. The concept of frames represents a leading role in the routine life of a person for various reasons: frames form the daily behavior of a person in society with respect to any culture, allow researchers to analyze not only the routine life of a person, but also other facts that make up everyday life.