I suppose a good start would be to ask you do you think the electrochemical reactions in our brains influence our thoughts? And do you think that, when we change the chemistry in the brain, it changes how we think (e.g. drinking coffee, alcohol, hallucinogens, etc).
The same could be said if you change the circuitry of a radio/TV receiver. Every change you do in it would alter the broadcasting and you could assume the device itself is broadcasting. This is called the "brain as an antenna" argument.