In this paper, an exploratory content analysis was developed for a case study. It dealt with the topic of immigration reported in the regional newspapers of Castilla y León in Spain, the largest Spanish autonomous community. This study based its research conceptualization on Framing Theory in Mass Communication. In addition to the usual issue frames and issue images, two framing devices were established as analytic variables: the index of importance and the index of affective attribution. Together, they formed a frame package capable of making latent frames evident by their linkage to manifest frames. Against the general assumption on relevant‐bad‐news production, results obtained in this study proved that, occasionally, negative news stories could be reported as less relevant than the positive ones. This study aimed to show how concept mapping of frames was applicable to immigration issues and immigrants' visual aspects that have been systematically articulated and disseminated by the press in this regional society of Spain in recent years. The results of this study constitute a significant inquiry to develop research on the effects of immigration news on social cognition processing as well as on immigrants' social integration.