Not only would this activity not count against any contribution limits or independent expenditure requirements; it would never even need to be reported." A key part of the United States presidential campaigns is the use of media and framing. Candidates are able to frame their opponents and current issues in ways to affect the way voters will see events and the other presidential candidates. This is known as "priming". For example, during the 2016 presidential election with candidates Donald Trump and Hillary Clinton, Trump was able to successfully affect the way voters thought about Clinton, while Clinton was less successful in doing so in return. Trump primed voters to think of Clinton as "Crooked Hillary" or a "Nasty Woman". Trump was able to play into the interests of his voters, and, while Clinton did so as well, her concentration of advertisements about defeating Trump was not always beneficial to her campaign. The media, and Trump, tended to focus on what was presented as her email scandal, and when voters thought about her that is what came to mind. Trump played into voters' anti-government interests, while Clinton appealed to the future of the country for the better of future children. Trump was unexpectedly successful at connecting to what a huge portion of Americans perceived as their interests. It was not always Clinton's strong point, but that may not have been her fault. Americans vote based on whether they feel the country is in a time of gain or a time of loss. Trump's campaigning and well-known slogan, “Make America Great Again” made Americans feel like the country was in a time of loss. When that happens, the electorate will be willing to take a risk on voting for a candidate without political experience as long as he or she is convincing enough. Trump was convincing with his anti-everything rhetoric, and his message reached the electorate with the help of the media. Over half of the media coverage on Trump was focused on where he stood in the race, while only 12% focused on issues stances and political beliefs (including problematic comments). The presidential election process is controversial, with critics arguing that it is inherently undemocratic, and discourages voter participation and turnout in many areas of the country. Because of the staggered nature of the primary season, voters in Iowa, New Hampshire and other small states which traditionally hold their primaries and caucuses first in January usually have a major impact on the races. Campaign activity, media attention, and voter participation are usually higher in these states, as the candidates attempt to build momentum and generate a bandwagon effect in these early primaries. Conversely, voters in California and other large states which traditionally hold their primaries last in June usually end up having no say in who the presidential candidates will be.