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The virtual room has made humans “insane.” They lose their consciousness on identities. It goes with the imaginative fantasy. They fight reality but deny the fact. The humanity side becomes apparent and fades with the paradox action. The production of texts, photo images, and audio visual made by anyone including the local head region candidates to create personal branding becomes so common. The disputes occurred by involving actors that are local head candidates, succession team, and volunteers making political acrobats in the virtual room. In 2018 West Java Election, the virtual room became the dispute arena to make the personal branding practices. On the other hand, fake news, hoax, and hate speeches became a “weapon” coloring the disputes to affect the popularity and electability of political rivals. The research applies the descriptive-qualitative study with triangulation method. The result says that the personal branding practices in the virtual room involves several behind-the-scene actors like the creative team, Instagram admins, buzzers, and volunteers producing the communication messages uploaded through virtual accounts. This way is proven to affect the popularity and electability of

Instagram as the Dispute Arena of Personal Branding of Local Head Candidates in West Java Province at 2018