From a universal perspective, life itself is merely an information set that happens to possesses a degree of agency. We are self-propelled gatherers and processors of data, flung forward by time's arrow and a trillion iterations.
For eons this was the status quo; the gene was the most robust means of storing, processing, and propagating information. It was the development of the neo-cortex that enabled a shift to new forms of information, such as Dawkins' meme. Meme's are much less robust in geological terms, but vastly more rapid in their ability to shift and iterate, and influence entire populations - even the ecosystem itself.