The following excerpts are from the Python documentation about self:
As in Modula-3, there are no shorthands [in Python] for referencing the object’s members from its methods: the method function is declared with an explicit first argument representing the object, which is provided implicitly by the call.
Often, the first argument of a method is called self. This is nothing more than a convention: the name self has absolutely no special meaning to Python. Note, however, that by not following the convention your code may be less readable to other Python programmers, and it is also conceivable that a class browser program might be written that relies upon such a convention.
For more information, see the Python documentation tutorial on classes.