Why not? Or maybe it's the wrong question.

Look at us. We generally agree that we are conscious and our rack is atoms, molecules, cells. Those atoms of Na and Cl I had yesterday have been in a rock for most of their existence. Did I make them conscious by moving them into my body? Or is consciousness some property of the electric fields inside my brain and the biological layer is only a way to keep them going?

The same words that form a book can be printed on paper, carved on rock, drawn on sand, stored on a HDD, punched cards, SSD, learned by heart and never written down, etc. But it's the same words. So are the media really important?