Bill O’Reilly has some new rules for African Americans. When they get too uppity with #BlackLivesMatter, he should attack. When a #BlackLivesMatter co-founder answers the attack, she should be ignored – except by him.

Last week, as part of a “Factor Investigation” O’Reilly’s own guest said the #BlackLivesMatter movement should be taken seriously. He followed up with an attack on #BlackLivesMatter under cover of holding himself up as a champion of black lives.

But when #BlackLivesMatter co-founder Patrisse Cullors gave a thoughtful, substantive rebuttal, O’Reilly smeared her as an “irrational” “loon” who should be ignored by everybody but him. Apparently, that’s just part of his job of “looking out for you,” which he claims to do in every program.

O’Reilly called his Tip of the Day segment on Thursday, “When Loons Strike.”

O’Reilly played a clip of Cullors on HuffPost Live saying:

“You know what’s unfortunate about Bill O’Reilly is that it’s pundits like him that fuel anti-black racism. It’s pundits like him that allow for folks like Dylann Roof to have more ammunition. And so, I think we need to hold him accountable.  …On the one hand, we can laugh about it, but on the other hand, folks are really watching that and thinking that is real news.”

Cullors had a lot more to say about the movement, including some facts O’Reilly got wrong in his “investigation.” But rather than address the substance, O’Reilly smeared Cullors.

O’REILLY: Now I get well paid for having to deal with that kind of insanity, but you should not deal with it. If someone you know or encounter, says anything irrational, walk away. Factor tip of the day: irrational people rarely change. Let them be.

In other words, Bill O’Reilly not only considers himself a great authority on black America, he’s ready to dictate how the rest of us should think about it, too.

Watch it below, from the July 30 The O’Reilly Factor.