The Popular loop arises when ideas are judged by popularity. A simple idea becomes popular, and generates a consensus which leads to further simplificaiton. Why a simple idea? He saw that for a message to spread easily, it must be short and filled with redundancy
\cite{Shannon1948}. For example, this tweet, "broken. from the bottom of my heart, i am so so sorry. i don’t have words" spread to 2.7 million people. In it, singer Ariana Grande post repeats a message of remorse in each short sentence. Meanwhile, intricate, meaning-rich posts such as this documentary on systems theory
https://archive.org/details/Luhmann1973, remain obscure. People are lazy and when given a choice between simplicity and complexity will tend towards simplicity
\cite{Fiske_2013}. Simple spreads better. Simple becomes more popular.
A popular idea can lead to less new ideas through a process called cascading. An informationcascade is when someone observes the actions of others and then engages in similar actions or takes up similar positions. This can spread even when people have information that signals that they should take other actions or positions. An information cascade occurs when people make decisions sequentially rather than simultaneously. Later people watch the actions of earlier people, and base their actions on the earlier ones. An example would be someone who searches for a new song by looking for the most popular songs. The cascade can be based on little information and people could ignore new information. This cascade can easily be based on faulty information, and the credibility of crowds could quickly surpass that provided by traditional experts and authorities. Yet, cascades are fragile and can be overturned by people with more compelling information causing a counter-cascade.
If you use Luhmann's definition of meaning "meaning is the product of the different choices that a system makes to deal with complexity" the simpler message holds less choices and is less able to accurately deal with complexity. Some issues are complex and do not fit in a tweet.