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The 'this' keyword in JavaScript refers to the object that the function is a property of and this will depend on the object invoking the function. The this keyword is one of the most muddling concepts in JavaScript because its value depends on where it is used. The use of the 'this` keyword is the main reason for having those methods as `this` is the reason for using the 'call` and 'apply' methods as a way to understand the use of these keywords in JavaScript.