Texts, statistics, and deception: on our investigative method -- A monkey, a book, and Facebook, or how to catch a story in the act -- Does it matter if it is true? on slaughterhouses, fiction, and non-fiction -- Does it matter how it is told? on species, stylistics, and voices -- Does it matter who it is about? on chimpanzees, lizards, and other main characters -- How does it work? from readerly pleasure to animal cruelty -- How long will it work? a short chapter on attitudinal impact over time -- Conclusions, speculations, and prospects -- Appendices.