Abstract: An apparatus for tagging and provisioning user generated content in an intuitive-associative manner, comprising: a content item receiver, configured to receive at least one user generated content item from a first user, a content tag assigner, configured to assign at least one tag to at least one of the received content items, a data receiver, configured to receive data identifying a transmission source from a second user, a matcher, associated with the data receiver, configured to match at least one relevant item transmitted in the source at a time frame of the receiving with at least one of the content items, and a provisioner, associated with the matcher, for provisioning selected content items of the content items to the second user.